Why This Question Matters
Most advisors open meetings with numbers, risk profiles, or market chatter. They skip the thing that actually matters – understanding the person. That’s where real planning starts.
Studies show that less than 35% of people have a written financial plan. Without that core understanding, spreadsheets and stats fall short.
When the advisor asks the right question first, everything else aligns. One advisor, Jessica Jung Wealth Advisor, recalls a client who, when asked what they wanted money to do, stopped. “No one had asked me that before,” the client said. Suddenly the conversation changed from “invest me” to “let’s plan my life.”
The best advisors know it’s not about the numbers—it’s about the story behind them.
What Is That Question?
Here it is: “What do you want this money to do?”
It’s simple. It’s open. It forces a step back.
Most advisors skip it because it feels basic or off script. They rush into assets and portfolios. But that question sets the frame.
When you ask it, the client doesn’t start talking about rates of return. They talk about family, freedom, and what happens if they’re not there.
One business owner said to Jung: “I built everything but I haven’t told anyone what comes next.” That admission changed the exit‑planning process.
How That Question Removes Risk
It surfaces hidden assumptions
Clients often assume their spouse will take over the business. But they never asked the spouse.
With one client, Jung asked: “Does your son even want the business?” He didn’t. The plan shifted before anything went to ink.
That avoided a mess down the road—when assumptions meet reality.
It highlights real goals, not sales pitches
If someone says “I want more,” it’s vague. If they say “I want to retire at 65 and travel Europe twice a year,” that’s targetable.
Clear goals make clear tasks. Clear tasks reduce ad‑hoc decisions and crisis moves.
It creates an action basis
Once the question is asked, you need the follow‑up: timeline, ownership, structure.
You avoid the trap of “We’ll worry about that later.” You build steps now.
It builds trust
When the advisor asks about what matters, the client relaxes. They open up. They don’t feel sold to.
That matters because trust equals follow‑through. Data shows clients who trust their advisor are more likely to stick with the plan.
What Many Advisors Miss
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They ask “What’s your risk tolerance?” before “What are you trying to do?”
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They ask about investment choices before life choices.
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They rarely ask the spouse or next gen about real intentions.
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They use jargon instead of plain language.
These gaps force clients into default options. Default options usually cost more. They usually deliver less.
Action Steps for Advisors and Clients
Here’s what to do if you’re the client:
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Ask your advisor this question: “What do you think I want this money to do?”
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Write down your answer. Make it specific: time, money, purpose.
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Review it yearly or when life changes.
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Share it with key people (spouse, partner, successor).
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Confirm your advisor uses this answer as the base of their tasks.
Here’s what advisors should do:
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Start the first meeting with the question—not after the niche slide or service overview.
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Drill into the story behind the answer: family, fears, transitions, legacy.
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Write it down in the plan. Make it visible.
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Map goals to actions: timeline, milestones, owners.
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Check back each meeting: “Is this still what you want this money to do?”